Presented by Stephen Donajgrodzki, Senior Partner at Equal, at Another Marketing Conference 2012 (www.another.uk.com)

1. Stephen Donajgrodzki

2. SAVE LIVES

3. SAVE MONEY

4. SAVE THE PLANET

5. SAVE TIME

6. We can’t change
behaviour, but we
can help people to
change their own
behaviour.

7. STAR
T

8. START!

9. STOP

10. PREVENT
prevent

11. MODIFY

12. Psychology
• Psychology – academic and applied discipline
involving the study of cognitive processes and
behaviours
• Some fields use models e.g. social psychology
• Models are “…concepts that will help people
use their heads”
•Common factors include:
Values, Beliefs, Attitudes, Norms, Self-
efficacy, Habit, Affect

13. Gibbons & Gerrard’s Prototype/Willingness model 2003

14. Behavioural economics
• Economic + psychological understandings
• ‘Bounded rationality’
• Two ‘systems’ - Automatic and Reflective
• Heuristics = mental shortcuts
• Principles seek to explain the ‘errors in the judgement’
of individuals

15. strategic
& tactical

16. A BEHAVIOURAL
MODEL FOR
SMOKING
CESSATION

18. Interventions framework

19. Creating the delivery journey

20. Creating the delivery journey
Legislation
Marketing
Natural
Triggers
(Supported by
Marketing)
Marketing
NHS services
NHS services

21. The desired customer journey
Knowledge of how to quit –
NHS services
Get a cold -natural trigger
Quit attempt
Positive environment -
Advertising as a trigger
legislation

22. Tactics

23. Tactics: priming and norms

24. Tactics: breaking habits /
defaults

25. Tactics: opt ins vs opt outs

26. QUESTIONS